04 Mar To Pin or Not To Pin…That is the Question

Despite its quickly growing popularity among consumers, Pinterest does not yet have a reputation as the most effective social media platform for a business, unless your business has to do with pets, Do-It-Yourself crafts, or recipes (AKA, unless you’re Martha Stewart, who by the way, has 3 separate accounts). And, quite frankly, for a while, Pinterest didn’t want businesses to have profiles. However, as with all social media, things have changed and Pinterest now offers profiles specifically for businesses, leaving many businesses wondering if they’re missing out on something good.

Should you start pinning? Here are a couple of things to consider.

Is your audience on Pinterest in the first place? Pinterest is growing larger by the day, but it does cater to a pretty specific market. Almost 70% of Pinterest users are women, so if your product is male-oriented, Pinterest may not be for you. The majority of users are between the ages of 25 and 45 and over half have children. Have a business that appeals to young adults with families? Jump on the bandwagon, with around 135 million visitors everyday and a higher referral average than all other social media sites combined, pinning will pay.

What content do you have to offer? A large portion of Pinterest content will come from “repinning” other people’s content (a great and time efficient way to reach out and interact with your followers), however, the best way to optimize the use of Pinterest for a business is to upload as much of your own original content as possible. For instance, a builder may upload floorplans or homesite pictures, while a realtor may upload pictures of popular neighborhoods, or new listings. Things like professional headshots or anything too promotional probably won’t get repinned and will just take up space on a board.

All right, so you’re going to pin… but what are you going to pin?

Visual is key. Pinterest is a visual platform. Anything and everything that gets pinned has some sort of a dynamic picture or graphic to go with it. Much of the Pinterest content out there is solely visual, like the picture of a Pomeranian sitting in a planter I repinned last night. To my knowledge, there was no underlying blog post about the benefits of putting your Pom in a planter, it was just a picture of a Pom in a planter, and since I love Poms (and alliteration) I repinned it. Silly as it seems, that’s how Pinterest works at its most basic, users see something they find visually appealing or interesting, and they repin it. It’s simple on the consumer side, but it requires a little work on your end. Make sure the images and graphics you post are clear, well done (lighting, resolution, etc), interesting, and relevant to both your target audience and your business.

All work and no play makes for one dull board. Now that I’ve drilled the idea of your content being relevant to your business into your head, it’s time to throw that out the window…

…Well, not totally. The majority of your content should be relevant to your business, but here are a few caveats. First, it’s okay to reach a little on your content. Let’s say you’re a Real Estate Agent, adding a home decorating or landscaping inspiration board would add another dimension to your profile. It’s also okay to show some of your own personality, especially if you’re a small business. Add a board dedicated to what inspires you, or even a personal style board. It will help you to connect to potential and current customers, and it’s fun.

You’re pinning away, but is it worth your time?

Put your pin value to the test. Currently, websites like Pin Puff cater to measuring the effectiveness of all Pinterest users, but with the rise of the Pinterest business profile, it is almost certain that we will see more business specific Pinterest measurements in the coming years. For more information on how to measure your Pinterest success, visit http://business.pinterest.com/

Sibet B Freides
socialmedia@ideaassociates.com